After Hours Athletehttp://www.adweek.com/taxonomy/term/17119/all
enPuma Reviews Its Creative Businesshttp://www.adweek.com/news/advertising-branding/puma-reviews-its-creative-business-152219
Gabriel Beltrone<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/puma-social-hed-2013_0.jpg"> <p>
Puma is looking for a new lead global agency, according to sources.</p>
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News of the review comes amid a split with longtime lead shop Droga5, which has worked on the brand <a href="http://www.adweek.com/news/advertising-branding/puma-shifts-creative-droga5-97406" target="_blank">since 2008</a>. Back then, global spending was estimated at $100 million. The agency declined to comment.</p>
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Puma&#39;s search is believed to be down to a select few contenders. The company could not immediately be reached.</p>
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In the U.S. alone, Puma is a modest spender. Last year, the brand&#39;s media spending totaled about $4 million, down from nearly $14 million in 2011, according to Nielsen. Those figures, however, don&#39;t include online spending.</p>
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Beyond its media weight, the brand has a reputation for creating provocative and award-winning advertising.</p>
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Droga5&#39;s early work for Puma focused on lifestyle apparel. One ad, &quot;After Hours Athlete,&quot; earned the agency a <a href="http://www.adweek.com/cannes-lions-2011/droga5-toast-cannes-3-grand-prix-132916" target="_blank">Grand Prix in Film Craft at Cannes in 2011</a>. Later that year, the shop added responsibility for Puma&#39;s key &quot;Teamsport&quot; unit, which revolves around soccer products.</p>
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At the end of 2012, longtime Puma chief marketing officer Antonio Bertone left the company. Bertone was the executive responsible for first hiring Droga5, and a <a href="http://www.adweek.com/news/advertising-branding/drogas-delicious-world-145813" target="_blank">vocal advocate of the agency</a>.</p>
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Droga5&rsquo;s notable work for the brand also included &ldquo;Love or Football,&rdquo; in which a psychological study found fans <a href="http://www.adweek.com/news/advertising-branding/puma-has-men-weigh-143909" target="_blank">did in fact have a little more affection for their wives</a> than for favorite soccer teams. Another highlight was an ad celebrating endorser Usain Bolt&#39;s <a href="http://www.adweek.com/adfreak/and-now-its-pumas-turn-brag-about-usain-bolt-142936" target="_blank">success at the 2012 London Olympics</a>.</p>
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Earlier this summer, Droga5 announced the sale of a sizable minority stake to <a href="http://www.adweek.com/news/advertising-branding/droga5-sells-sizable-stake-wme-151123" target="_blank">William Morris Endeavor</a>. The shop&#39;s other clients include Spotify, Prudential, Mondelez, Coca-Cola and Google&#39;s Motorola.</p>
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<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/vLibOco-KOY" width="652"></iframe></p>
Advertising & BrandingAfter Hours AthleteAntonio BertroneCannes Grand PrixDroga5global creative reviewGabriel BeltroneThu, 05 Sep 2013 19:26:38 +0000152219 at http://www.adweek.com